Story perspectives

Influencer Content Surges Among Older Adults in U.S. and U.K.

12/2/2025

Summary

Story summary

In the U.S., weekly influencer-content viewership among adults aged 55–64 rose from 44% in early 2020 to 54% by 2025.
In the U.K., influencer-content viewership among adults aged 55–64 rose from 30% to 38% by 2025.
Smart-TV ownership rose from 59% to 79% in the period, enabling exposure to influencer content.
Annabel Yeomans from Ampere Analysis notes that streaming platforms partner with influencers to reach older audiences, blurring social channels.

History

Historical Context

The introduction of color television in 1954 marked a pivotal shift in media consumption, with 87% of U.S. households owning a TV by 1960. This transformation reshaped advertising strategies and viewer engagement. Today, the rise of influencer content on streaming platforms mirrors this evolution, as media continues to adapt to diverse audiences, blending traditional and digital formats for broader reach.

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Story summary

In the U.S., weekly influencer-content viewership among adults aged 55–64 rose from 44% in early 2020 to 54% by 2025.
In the U.K., influencer-content viewership among adults aged 55–64 rose from 30% to 38% by 2025.
Smart-TV ownership rose from 59% to 79% in the period, enabling exposure to influencer content.
Annabel Yeomans from Ampere Analysis notes that streaming platforms partner with influencers to reach older audiences, blurring social channels.

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